Who?
A London based theatre company creating authentic, accessible theatre with a unique rehearsal process that imitates the creation of fire. TKC achieve this by a type of storytelling that prioritises a visceral connection with an emphasis on collaboration and freedom.
A London based theatre company creating authentic, accessible theatre with a unique rehearsal process that imitates the creation of fire. TKC achieve this by a type of storytelling that prioritises a visceral connection with an emphasis on collaboration and freedom.
Brand essence
Freedom, Collaboration, Visceral, Honesty.
Freedom, Collaboration, Visceral, Honesty.
HOW?
Logotype
The subtlety of the broken strokes combined with the high readability of Futura make the logotype highly legible even when dismantled. Futura also echos the mark with its sharp edges. The logotype pushes collaboration, freedom, contemporary to the forefront and encapsulates the name and idea of many parts coming together to create a “fire” or in this example a logotype. It produces a visceral experience of reading the words before realizing the collection of unique strokes, freely broken up. The subtlety of removing a few sections to create more segments is effective, unique and memorable.
Brand mark
The sampled images of burnt wood and charcoal give the mark a textured, honest tone and convey not only the concept of kindling and igniting a flame, but that of regeneration and new life. The use of the raw fill balances the cleanliness and sharpness of the contemporary logotype. The foundation of the brand mark is that of a very modern monogram depicting “T”, “C” and a large emphasis on “K”. It resembles a triangle in its entirety echoing the imagery of different bits of kindling leaning against one another to create an environment fitting to starting a fire. The two separate triangles convey motion, presenting two disciplines or directions coming together to create an image. The shapes themselves are not present, but the shadows that they have cast are. This helps the brand mark raise from the canvas creating depth and complexity in its simplicity.
An opportunity arose during the design to stay on brand whilst designing the brand. By diving into a collaboration with freedom, I set one of the owners, an accomplished contemporary dancer, a challenge. To create a dance in one take around the concept of "fire". The footage of the dance was then watched by a pianist to respond freely in one take. Then whilst watching the video and listening to the music for the first time, I responded abstractly to the movement and sound using my discipline of painting and visual communication. The created marks were then used in segments throughout the collateral, echoing the appearance of smoke in its movement.
Logotype
The subtlety of the broken strokes combined with the high readability of Futura make the logotype highly legible even when dismantled. Futura also echos the mark with its sharp edges. The logotype pushes collaboration, freedom, contemporary to the forefront and encapsulates the name and idea of many parts coming together to create a “fire” or in this example a logotype. It produces a visceral experience of reading the words before realizing the collection of unique strokes, freely broken up. The subtlety of removing a few sections to create more segments is effective, unique and memorable.
Brand mark
The sampled images of burnt wood and charcoal give the mark a textured, honest tone and convey not only the concept of kindling and igniting a flame, but that of regeneration and new life. The use of the raw fill balances the cleanliness and sharpness of the contemporary logotype. The foundation of the brand mark is that of a very modern monogram depicting “T”, “C” and a large emphasis on “K”. It resembles a triangle in its entirety echoing the imagery of different bits of kindling leaning against one another to create an environment fitting to starting a fire. The two separate triangles convey motion, presenting two disciplines or directions coming together to create an image. The shapes themselves are not present, but the shadows that they have cast are. This helps the brand mark raise from the canvas creating depth and complexity in its simplicity.
An opportunity arose during the design to stay on brand whilst designing the brand. By diving into a collaboration with freedom, I set one of the owners, an accomplished contemporary dancer, a challenge. To create a dance in one take around the concept of "fire". The footage of the dance was then watched by a pianist to respond freely in one take. Then whilst watching the video and listening to the music for the first time, I responded abstractly to the movement and sound using my discipline of painting and visual communication. The created marks were then used in segments throughout the collateral, echoing the appearance of smoke in its movement.
